The Organization of Publicity and Marketing Management of National Tourism: A Suggested Model for Turkey
2009 (Turkish)In: İstanbul Üniversitesi İletişim Fakültesi Dergisi = Journal of Istanbul University Communication Faculty, ISSN 1302-633X, Vol. 36, 113-130 p.Article in journal (Refereed) Published
Since tourism has been generating important amount of income in the balance sheets of nations, its market has experienced a vigorous international competition. Therefore, nations who want to increase and to sustain their competitiveness in this market craft organizations of tourism publicity and marketing management. Compared with its competitors, the Turkish system for organizing tourism publicity and marketing is neither effective nor efficient. For this reason, this study aims to propose a new organizational structure to improve the marketing of Turkish tourism. In order to develop this new model, the marketing and publicity organizations of competitor nations, the geographical size of the country, the variety of regions, and tourism products of Turkey were evaluated. The evaluation points to a need for a new organizational model with four levels such as Local Destination Management Organization, Destination Management Organization, Regional Tourism Coordination Organization and National Tourism Organization. In the current system, central ministries are responsible for the marketing of Turkish tourism. But the tourism products of various cities differ from each other. Therefore, Destination Management Organizations seems to be the most important level and they will help to deploy marketing and publicity activities from the central level to the local level. This study will especially focus on the organization structure of Destination Management Organizations. The new model will require numerous changes in the national and local levels of tourism marketing and publicity management of Turkey. Without this restructuring, however, it is difficult to promote the unique national tourism resources (nature, culture) which are based in different cities.
Place, publisher, year, edition, pages
Istanbul: Istanbul University , 2009. Vol. 36, 113-130 p.
Tourism publicity, Marketing Management, National Tourism. organisation model, Turkey
IdentifiersURN: urn:nbn:se:sh:diva-16098OAI: oai:DiVA.org:sh-16098DiVA: diva2:517056